Welcome to the first of our Vetrition blogs. We aim bring you the latest real life stories, scientific studies, hints, tips and tricks and the best places to visit with your furry friends in tow. This week we sit down with James Greenwell our founder and ask him everything you need to know about Vetrition.
Questions asked:
You’ve been a leading expert in collagen for over 18 years now, what has spurred you into creating a collagen range for pets?
Why is this range called Vetrition?
What are the values and ethos behind Vetrition?
What is your vision and mission for Vetrition?
What makes Vetrition stand out from the other pet brands?
Where did your love of pets come from?
Tell us about Bingo and Worcester?
What are you most excited about launching this brand?
What products will we be launching with?
Where is the brand based and products made?
What’s the plan with Vetrition long term?
You’ve been a leading expert in collagen for over 18 years now, what has spurred you into creating a collagen range for pets?
Effectively, it's my love for animals. I've had cats and dogs and horses all my life, I've seen first hand what happens with the ageing process of our furry friends and having been the pioneer in human-grade collagen, I know I can support them.
For most of my younger life, I had German shepherds who were renowned for hip problems as well as a cat called Jessica who lived to 21 and in her later years, I saw the consequences of arthritis. I also have several friends who’ve owned horses at elite level, they have lost horses due to injury and I know we could have redirected the trajectory of their careers had we been able to support them with collagen. We could have saved a potential competing career but more to the point, it could have saved a lot of pain for the animals themselves and that is what I am most passionate about.
Why is this range called Vetrition?
Quite simply, I was looking at potential brand names across the entire market and there're lots that have incorporated the names of cats and dogs. But my vision was to create a nutrition range for animals, that is approved by the experts. So Vetrition is quite literally a play on the words vet and nutrition, bringing together my passion for animals whilst leading with science. It’s important to me, to have a product that delivers results, backed by scientific evidence, to enable owners to help their furry friends they love so dearly.
We are an animal loving nation and more to the point we are an animal loving company.
What are the values and ethos behind Vetrition?
Science and simplicity. I think the key thing is the love of animals and the fact that we have the technology to make a difference, now it’s about sharing that to the people that need it, in a way that is clear and trustworthy. We’ve seen huge advancements in the collagen peptide and now it is specifically formulated for cats, dogs and horses so now we can deliver a difference not just to humans but animals now too. However, it’s doing it in a way that is relatable, clear and cuts out the noise and confusion in an industry that can sometimes be misleading. We aim to be that helpful hand between your furry friend and the professionals and by having a friendly vet on our team we can provide the expertise alongside our love.
What is your vision and mission for Vetrition?
Similar to my other brands, I want to share this with as many people as possible. We will position it on television, place it in retail shops and through independent pet shops not only across the UK but across Europe and potentially around the world.
We are using credible science and with credible science comes partnerships with credible people. That's why we have veterinary professionals, doctors, nutritionists, physiotherapists, and osteopaths all supporting our brands. But there’s more to it, it’s a range for people who really love their cats, dogs and horses.
I know we are going to see incredible benefits using our collagen peptides, with cats, dogs and horses. I want to share that with as many people as I possibly can, so they get the longevity from their pets and the love that that brings.
What makes Vetrition stand out from the other pet brands?
My motivation is the love of animals, I've been an animal owner all my life and I want to look after them just as much as I want to bring good health and wellbeing to elite athletes and everybody in the world in general. I am driven by everyone who uses the Proto-col and U Perform ranges, it's a bit coy in saying ‘sharing the love’, but actually it’s sharing the technology with our customers and clients so they can feel more love and life. We know we can make a difference to their health and now we can provide the same benefit to their pets.
Where did your love of pets come from?
Pure and simple, my upbringing. I have very happy memories growing up with two German shepherds, Lady and Zara and our cat Jess. My Mum rode horses, and I fell in love with riding through Modern Pentathlon, training for showjumping. I genuinely love horses and riding is my happy place, it makes me feel free and at the same time connected by the most powerful bond of trust.
Our life is a roller coaster, the good the bad and the ugly, both in business and in our personal lives. Psychologically it can be tough sometimes but when you come home to your trusted furry friend, it’s the best constant in your life. They are there and have unconditional love and emotional intelligence. After a long hard day at work, having my furry friend to sit on my lap and demand cuddles, makes life just feel better!
Tell us about Bingo and Worcester?
I'm very fortunate now with the position I'm in and traveling the world with my businesses that actually I can come home from work and have my partners in crime, Bingo and Worcester there. Personally, I'd be lost without them, they've been my backbone. Although they don't technically live with me, they're my friend Tim’s dogs from next door. They're in my house all day, every day. To the point where, Tim rings me up to ask where they’ve gone, when they are sat on the sofa, watching a movie with me!
Worcester was responsible for getting me back into Biathle and Triathle. From a very young age, he started running with me daily, at one point he was running 50 kilometres a week with me. Now at the grand old age of 10 he's not capable of running like that and we are seeing the effects of arthritis set in, that is why I am so excited to get him feeling the positive benefits of Vetrition to help make a considerable difference to his quality of life.
What are you most excited about launching this brand?
I'm really excited about the fact that I know I can help people help their pets and I know I'm one of many people who absolutely adore their pets. We've seen a massive increase in ownership during the COVID pandemic, we are, after all, a nation of animal lovers. I'm really excited by the fact that there're so many people with pets they love and want to help, but might not know how to, and now we can give them that gift of more pain free and happy years together.
We know that osteoarthritis affects more than 20% of dogs older than just one year. So, although we tend to look at more elderly animals as benefiting from collagen, we now know that early onset happens far younger, and prevention is better than cure.
But above all the whole team is passionate about bringing back the quality of life in the animals we love so dearly and getting to spend more quality time with them, whether that’s playing with a ball in the garden or having a few extra kisses on the sofa. I think we’d all be in agreement if I said, ‘I would do anything to add on a few more youthful years to my furry friends around me and I can’t wait to support just that!
What products will we be launching with?
We will initially be launching with the Everyday Collagen for cats dogs and horses. This is an all-round collagen supplement great for promoting a broad range of health benefits. We are then looking to bring out additional, specific products such as skin and coat, joint and mobility and gut and digestion all again with specific scientifically proven additions.
If you have any products, you would love us to bring out or any problems you think we could solve with a product then do let us know, we are always welcoming your feedback and suggestions.
Where is the brand based and products made?
We are based just outside the beautiful heritage town of Bath in the UK. Our products are made here in Britain and packed and posted from our very own warehouse downstairs. We are passionate about becoming more sustainable and doing our part in reducing our carbon footprint and impact on the environment. Whilst still sourcing the very best quality of collagen.
What’s the plan with Vetrition long term?
The key thing about the future of the brand is always breaking boundaries. We are dedicated to being at the forefront of delivering the latest science. Taking the technology and looking for all the opportunities to expand and develop to bring better health to our favourite furry friends and enjoying seeing the real difference to their quality of lives as well as the owners that benefit from this greater longevity.
If you enjoyed this, check out our socials for more and look out for our next article where we will introduce our team vet!